GM Conference

The Challenge

Each year hospitality industry body The Master Innholders organise the General Managers’ Conference in London. The annual forum of trends commentary, strategy development, behavioural techniques and leadership coaching is designed to set the hotelier’s agenda for the year ahead.

The Master Innholders, a prestigious group of hoteliers, asked Custard to promote the conference through marketing and PR activities to generate ticket sales and create all of the marketing materials surrounding the event.

The Solution

Custard delivered a full marketing and PR multi-platform campaign plan, including social media and a conference smart phone app, to not only promote the event but position The Master Innholders as the standard bearer of the industry. Custard created a design concept to communicate the event theme ‘Excellence is No Coincidence’ to be carried across all marketing including a conference brochure, e-communications, advertising, delegate’s name badges and two large format banners. Copy was written persuasively to communicate the benefits of attending the conference, appealing to hoteliers’ wants and needs with the ultimate goal of selling tickets.

Key hospitality media partnerships ensured Custard secured coverage in all priority publications and Custard’s existing media relationships were utilised to increase reach even further. As part of the aggressive social media campaign Custard created #GMConf16 to focus the client’s Twitter activity before, during and after the event with bespoke content covering ticket sales, new speaker announcements, sponsors and key event messages to reinforce the overarching event theme and generate engagement. To ensure all post-conference communication was complemented by strong visual content, Custard provided detailed photography and videography briefs.

The Results

Revenue from sponsorship reached £120,000 – an 20% increase on the budget. Sponsorship packages were strengthened by the consistency of brand messaging due to Custard overseeing all marketing and PR activities. Custard’s multi-platform campaign attracted more than 450 delegates and the conference hashtag #GMConf16 was used more than 880 times. During the event the hashtag trended at no.5 in the UK – a 42% increase in engagement from the previous year. The Master Innholders Twitter page rocketed with a 358% increase in profile views. A feedback survey revealed that 80% of delegates strongly agreed that they thoroughly enjoyed the conference and plan to return the following year.